Gone are the days of relying solely on in-person interactions to collect guest data. Cutting-edge technology has revolutionized the hospitality industry today, arming hoteliers with the tools to cater to the unique preferences and desires of each guest. Intuitive and personalized hotel tech apps make it possible to understand a guest even before they step foot into the lobby. How? The secret lies in the repository of guest data.
In this article, we’ll take a look at how hotel tech apps improve customer experience with the help of data.
Types of guest data and ways to collect them
Guest data is a valuable asset in the hospitality industry. But in today’s world, guests are more sensitive than ever regarding the data they share. It’s an ethical practice to inform guests of which type of data you collect, for what purposes, and seek their consent. Once you’ve taken care of this, it’s time to understand the different types of guest data you’ll get to work with:
- Contact information which you can collect through email campaigns or when a customer books a room in your hotel through your website or app
- Demographic data which helps in guest segmentation and designing targeted marketing campaigns
- Engagement data which includes details such as which guests regularly open your emails and notifications, how much time they spend on your website or app, and which mode of booking they chose
- Guest preference and stay-related data which help in understanding a guest’s previous experience with the hotel, their behavior, and expectations.
As a hotelier, you can get access to these data through two methods:
Direct method: In this method, you collect data directly from the customer through a survey or a feedback form. You can do this in three different stages—before arrival, during the stay, and post-stay. For example, you can send your guest a pre-arrival email to know their particular preferences or send an email or an SMS at the end of their stay to enquire about their overall experience.
Via third party: When a guest books their stay through an online travel agent (OTA) like Booking.com or Expedia, these third parties own the guest data. You’ll have to make arrangements to obtain the guest data from them.
Collecting data from OTAs can be a tedious process, and at the same time, it’ll be difficult to establish a direct meaningful connection with the guests to offer them a curated experience. The first method is undoubtedly the best way. To boost direct data collection and use it meticulously, you need to integrate a robust guest app like MyCONECT with your hotel PMS. With this setup, you'll be able to offer a fully digital stay with real-time hotel booking, self check-in and check-out, valet request, mobile keys, contactless communication, and more, and make data-driven decisions to keep your customers happy.
How to use this data to enhance guest experience
High-quality service is the top priority of 78% of global travelers. To make sure your services and amenities meet the standard and truly strike a chord with your guests, you have to make the best use of the collected data. Here are a few ways hotels can refine guest experience with the help of data:
As a hotelier, you have the power to analyze the data you collect and get an insight into individual preferences, such as room temperature, room type, preferred amenities, and dining choices. You can use this data to offer tailored packages that make the guest feel special. You could also implement personalized communication in the form of birthday messages or anniversary greetings to further enhance customer satisfaction.
Streamlined check-in and check-out
When you have access to guest data, it’s possible to streamline the check-in and check-out processes, making things convenient for both guests and hotels with a slim workforce. 45% of hoteliers say self check-in using hotel tech helps them operate with fewer team members, which is definitely good news in times of labor shortage. By referring to the collected preferential data and previous stay history, you can pre-allocate rooms that align with the guests’ choice, thus making the check-in process quicker and easier.
Enhance marketing efforts
Proper utilization of guest data empowers you to stay on top of your marketing KPIs. When you understand your guests’ travel patterns, spending habits, and their likes and dislikes, you can design campaigns that truly appeal to your target guest segment. Data-driven marketing efforts are more likely to boost conversion rates, generate higher ROI, and up the customer satisfaction levels as they feel seen and heard.
Feedback collection and analysis
When you’re looking to improve your services, the best place to look into is the guest feedback database. By analyzing it, hoteliers can identify recurring issues and address them promptly. Be it a complaint about the quality of in-room services, wifi connectivity, or dining experience, you’ll be able to locate which areas need improvement and take necessary steps to do better in future.
Enhanced internal operations
With hotel tech designed for the hotel staff, such as the MyCONECT staff app, hotels can streamline internal operations. You can also analyze staff performance based on data to address any gaps and take initiatives for employee training as required. Digitization takes the burden of booking, check-in, check-out off the shoulders of the hotel staff, makes it easy to communicate across departments, and allows them to focus on their core task, i.e., offering impeccable hospitality and services. This results in more efficiency and better guest experience.
81% of hoteliers believe that technology will be a key factor in the success of hotel business in the next five years. As digitization takes over, you’ll have access to a wide variety of guest data to work with. Being a hotelier, you’ll have to pay attention to how well you analyze your customer data, how powerful are the insights, and how you’re using them to curate a memorable guest experience. Use MyCONECT guest and staff app to offer a no-fuss digital experience for both guests and hotel employees, and leverage the power of data to design a meaningful experience that will compel guests to come back again. Get in touch with us to learn more.